Axe Promo Features Paramount Films

Nov 15, 2012

Unilever’s Axe brand has launched a new digital campaign that lets consumers personalize iconic movie moments from Paramount films to answer the question, What Kind of Axe Man Are You?

In partnership with Paramount Digital Entertainment and GorillaSpot Media, the What Kind of Axe Man Are You? app lets users search short-form video clips from the Paramount Pictures film library and customize them with messages and music to identify their Axe type. Built on GorillaSpot Media’s ReelCards Facebook application, the app features approximately 100 clips from movies such as Mission: Impossible III, Nacho Libre, Shooter and Failure to Launch to help users determine what Axe identity they represent–Action Junkie, Smooth Operator, Shot Caller, Nice Guy, Jokester and Clean Cut Guy. After building their own video card, users can then share it with friends via e-mail and social media platforms. The app also gives users the ability to purchase full-length versions of the films.

The “What Type of Axe Man Are You?” app is now available on the Axe Facebook page.

This is the third time Unilever and Paramount Digital Entertainment have teamed up to use GorillaSpot Media’s ReelCards Facebook app; the first two campaigns featured Klondike and Magnum.